Category: Mobile Marketing

Mobile marketing strategy gives SEO a run for its money

| January 22, 2014

As smartphones and tablets reach a growing number of consumers, marketers need to evolve their techniques.

As a growing number of consumers become smartphone owners and users, emerging channels are staring to make their way into mobile marketing strategy development, particularly in areas that had been greatly dominated by search engine optimization (SEO).

For many years, online efforts to reach consumers depended greatly on SEO.

Now even the brands that have been effectively implementing SEO techniques are discovering that they need to expand their mobile marketing strategy efforts to include other elements, as well. It isn’t that search engine optimization has lost its importance, but the importance on relevance is growing at a very rapid pace. In essence, this means that efforts in optimizing for search engines need to take in more than issues such as the traditional keywords and inbound links.

A quality mobile marketing strategy is proving more complicated to marketers than expected.

The reason is that there are many other factors that need to be kept in mind when thinking about a consumer using a mobileMobile Marketing Strategy - SEO device. For example, while the traditional SEO components are still important to these techniques, it is up to sites to prove that they matter. Search engines – and their users – are becoming frustrated with the number of results to queries that involve unrelated content.

Data from 2013 has shown that only 13 percent of screen space is dedicated to organic search results. The rest of it was primarily made up of advertising and unrelated content. This has been causing traditional search traffic at the giants, such as Google, to decline, which it has been doing since 2013. Native search on mobile is starting to cut its way into this area.

This has also caused a trend that is leaning toward those emerging channels. A good quality mobile marketing strategy must be a part of the overall SEO effort. Therefore, while it is important for regular, keyword rich (not stuffed) content to be maintained on websites, it is becoming increasingly important to include elements such as social media management and other more smartphone friendly channels so that mobile device users will be able to obtain the information and answers that they are seeking through the company’s website instead of the competition.

Social media marketing budgets for B2B strategies to rise in 2014

| January 21, 2014

According to recent research, marketers will be spending more on Facebook, Twitter, Google+ and other networks.

The results of a new study has shown that B2B marketers have every intention of giving their social media marketing budgets a boost this year, when compared to the amounts that they spent in 2013.

The reason is that there have been a number of important developments in social media networking for business.

In fact, a study that was conducted by IDG Connect showed that IT buyers believe that social media marketing will provide some of the most important online content – for both personal computers and mobile devices – particularly when it comes to influencing buying decisions. This means that businesses seeking to develop the most awareness and appeal will need to develop their online and mobile marketing strategy using the right networks to reach these buyers.

The importance of social media marketing is finally coming to the point that it is measurable with some accuracy.

Social Media Marketing Budgets to IncreaseVendor created materials and white papers are both given greater weight than networks such as Facebook, Twitter, LinkedIn, Google+, YouTube, and others. However, research has been consistently showing that starting this year, this trend will begin to reverse itself, to the point that it will actually flip within a span of two years when it comes to the buying process. Companies that are hoping to stay on top of their effective marketing efforts will need to make sure that they have established themselves on the right networks.

Furthermore, recent surveys are suggesting that this trend will apply in a broader sense to other B2B industries. Therefore, marketing budgets in business to business will begin to dedicate a greater share of their funds to creating and maintaining valuable content over social media.

A survey from AdAge showed that they anticipate that B2B marketing firms will boost their overall budgets this year, and 80 percent of them intend to raise the amount that they are spending over digital channels. It can be accurately assumed that a strong percentage of that will be directed toward social media marketing. The network that is likely to benefit the most when it comes to B2B is LinkedIn.